Loyal customers are priceless

​“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” – Steve Jobs

“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” – Steve Jobs

We can trace the first attempts at customer retention to 1700. Retailers were giving copper tokens with purchase that could be redeemed for a product or a gift next time. You could say it was the start of premium marketing. In the 19th century, coin-like tokens were replaced with stamps, in the 20th century with cards and nowadays with mobile and digital.

Look in your wallet. How many loyalty cards do you have? Check your smartphone. How many apps are there from companies that you buy things or order services from?

Modern day loyalty programs were quickly adapted by most big shops and in the hospitality industries – hotels or airlines, for example. What is their ultimate goal? To turn visitors into purchasers, purchasers into repeat purchasers and, in the best case scenario, brand advocates. There is a reason we picked a quote from Steve Jobs. Apple is a company that creates irresistible customer experiences. Apple Stores are full, people line up for new editions of their products, go to see a movie about Steve Jobs… Why? Every employee is trained to walk a customer through five steps that spell out the acronym A-P-P-L-E:

A: Approach customers with a personalized, warm welcome

P: Probe politely to understand the customer’s needs

P: Present a solution for the customer to take home today

L: Listen for and resolve issues or concerns

E: End with a fond farewell and an invitation to return

That does not apply for in-store relations only. Mobile and digital nowadays helps companies to get closer to their customers. How can you use it in the best way and turn your brand into a L♥VEBRAND?